Characteristics of this marketing cluster include an aversion to taking on 'adult' burdens and being tied down by bonds and children, preferring instead to prolong their youth. A significant number of this group are already earning substantial salaries and are willing to spend and have full and varied lives. Trying to cram as much as they can into each day, their preferred leisure activities involve being out of home...and therefore exposed to most Outdoor Advertising!
They spend most of their leisure time following personal and hedonistic passions, getting outdoors, juggling friends, keeping fit, eating and drinking, and chilling out!
Hip 'n Happening consumers grew up in a time of affluence and technological advancement. As kids they received about four times the value in toys as their parents did. Apple is their favourite brand. They are the highest users of Facebook, and nearly 81% access it about once each day.
Their favourite smartphone app is Facebook. So, ensure your creative message on your Outdoor Advertising has a strong call to action that drives them online and onto social networks.
Creative that is relevant and resonates with your audience is a crucial element of any marketing campaign, and even more so for Outdoor Advertising! After analysis through TGI there are 10 key themes that have been identified as crucial to successful marketing to the hip 'n happening.
10 Creative Guidelines
Recognise their individuality
Be less 'mass' and more individual in approach
Acknowledge their need for balance
By sympathetic to changing work/life priorities
Celebrate their relationships
Try to encourage and enhance social interaction
Fuel their passions
Become more closely aligned with their personal passions
Respect the value of their time
Understand the need to achieve more with their time
Enrich their lives
Offer new and richer experiences
Satisfy their demand for quality
Communicate elements of quality and reinforce value
Become more familiar to them
Frequency builds brand presence, especially close to purchase
Treat them with intelligence
Be clever in marketing so they feel actively engaged
Appeal to their taste for new technology and toys
Ensure all marketing messages have a link to a social platform or mobile application